Original article published by https://www.salesforce.com/blog/2018/07/paid-organic-marketing-strategy.html
Most businesses lump marketing into one big bucket. But it really falls into two categories: paid and organic. While these two can and do work in tandem, it’s important to understand their differences in order to leverage their strengths to the fullest.
To help you do just that, we’ve provided a simple breakdown of both paid and organic marketing as well as some great ideas for how you can effectively use them to drive your business’s marketing strategy.
Natural – Authentic – Value-Based – Over-Time
Organic marketing is best used to develop brand voice, enable authentic interactions with customers, educate and convert blog readers, and drive traffic to landing pages, your website, and other online assets. You may have also heard it by another name: inbound marketing. Basically, it sits at the top or “awareness” stage of your funnel.
People find your business through blogs, search engines, and social media. These all work together as part of your organic marketing cycle.
With organic marketing, actions are much more intentional and typically focused on things like:
Educating customers
Optimizing blog content and pages for SEO (Which can boost traffic by 571 percent when done right!)
Moving the needle on high-level company goals
Driving authority in your niche or industry
Using targeted inbound/outbound linking strategies
Building a long-lasting brand
Paid marketing 101
Pushed – Artificial – Quick Results
Paid marketing, on the other hand, allows business to target, reach, engage, and convert their audiences quickly and directly. Instead of waiting – or hoping – for someone to find your blog post in organic search or on social, paid marketing has you “pushing” content – mainly in the form of ads – directly to your target audiences. As such, it’s much more sales-forward and focused on driving specific actions, like making a purchase or attending a webinar.
With paid marketing, your tactics must be design to drive specific actions like:
Achieving solid ROI and ROAS
Driving valuable impressions
Obtaining quantifiable results
Hitting specific sales goals
Optimizing ads in real-time to achieve maximum effectiveness
Testing campaigns to identify what works to drive campaign goals
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